More than half of consumers (54%) prefer to purchase from brands committed to sustainable practices in the fashion sector, according to a study by Escolha do Consumidor, released in conjunction with World Environment Day, observed this Thursday, June 5.
“54% of respondents prefer to buy from brands that adopt sustainable practices, provided the prices are affordable,” stated a communication accessed by Notícias ao Minuto.
Meanwhile, 29% choose such brands “whenever possible, regardless of price,” while 9% “remain indifferent to the issue and 8% state that sustainability is not a relevant criterion in their choice.”
The study notes that, overall, sustainability “is an important factor in purchasing decisions for 51% of respondents.”
Additionally, “32% of respondents also attribute very high importance to this topic. On the other hand, 13% indicate it has little importance and 3% of participants say they never considered this factor when purchasing. Only 1% of responses reveal that this aspect holds no relevance in their choices.”
Regarding concerns about sustainable consumption by gender, “almost half of those interviewed believe that women are more concerned with sustainable consumption than men (49%).” However, “22% disagree with this idea and 29% indicate that this difference depends on the context.”
The study further highlights that the high cost (26%) and the lack of affordable options in the market (21%) “are identified as the main barriers to adopting sustainable consumption practices.” Other obstacles include a lack of information (17%), absence of government incentives (16%), indifference or lack of motivation (11%), and a lack of time or convenience (8%). Additionally, “a percentage of participants mention various reasons, including the excessive use of plastic in packaging (1%).”
It is also noteworthy that 40% are only willing to purchase sustainable products if the price is equivalent to that of non-sustainable products.
The questionnaire was answered by 850 people.
